Nowadays, marketing specialists have to do more with less. They have to connect with the audience in an extremely personalized manner while staying constantly on the budget. Marketers who can do this – connect with potential customers in a very targeted way – will be the ones who will deliver outstanding results.
One of the longevity marketing categories that has consistently contributed to delivering these results is E-mail Marketing. While some marketing trends come and go, e-mail remains the most powerful channel available for modern marketing.
2. The email has a higher coverage
Considering Facebook has over 1 billion and Twitter over 255 million active users, it is tempting and easy to think that Social Media is the most effective way to reach people. These are extraordinary figures, but statistics about the use of e-mail are even more impressive. The total number of e-mail accounts worldwide was 3.9 billion in 2013, according to Radicati.
While this may seem surprising, think about your own online behavior: When you sign up for a website (such as an online store), you need to enter your e-mail address to create an account. You need an e-mail address even to create a Facebook or Twitter account. Moreover, Facebook and Twitter use e-mail to send users notifications and reports.
E-mail is the internet’s currency, and anyone online has an active e-mail address. So when it comes to connecting with potential customers, there is no channel with a radius greater than e-mail.
2. E-mail delivers your message
When marketers have a choice between adding a subscriber to their mailing list or winning a new Facebook fan, they should always choose the e-mail, according to Forrester Research.
90% of e-mails will be delivered to the recipient’s inbox while only 2% of Facebook users will see the posts in their Newsfeed. This is because Facebook limits the number of posts in News Feed in an attempt to encourage brands to turn to paid advertising options.
Your message is 45 times more likely to be seen using e-mail than Facebook. This is the proven marketing channel to make sure the target gets the information.
3. The e-mail is here to stay
Email has a long history of stability. The first promotional email in a campaign was sent in 1978 to a total of 400 people, and since then, mailing has steadily increased. Interestingly, the actual mail space has evolved much from the time you needed a developer to design an email, until today, when there are tools like Campaign Monitor that encourage the modern marketer to create and send personalized and special e-mails.
Creating a mailing list, a database, unlike building a Social Media account, is a stable, long-term investment that will produce results for many years to come.